Explosion on social media, new sponsorships, record sale of t-shirts. Although he has not yet played two full games with his new club, Leo Messi is already a gold mine for Paris Saint-Germain (PSG)
One month after his signing for the PSG, the near 80 million euros that the club will spend this course with the Argentine (salary of 40 million euros, incentives and taxes) already “are in the process of being amortized“specialists in sports finance, consulted by EFE, agree.
If there is not, at the moment, a large margin of growth in ticket and television revenues, immediate amortization will come from three axes: social networks, merchandising and unconventional sponsorships. All this without taking into account the profits that come from the Champions League (They can approach 100 million euros depending on the results).
“Without risking too much, the signing of Messi is practically amortized, at least it will be at the end of this season”, assures Virgile caillet, one of the best known sports marketing executives in France.
The club’s visibility on social media has been the most immediate impact of the arrival of the Argentine genius. A growth that is also “quickly monetizable”Caillet adds.
In just one month, the increase has been 20% in all social networks (Twitter, Instagram, Youtube, Facebook, TikTok). Currently, there are 134.9 million followers online.
Thanks to the arrival of Messi, the PSG He overtook Juventus of Turin in followers in networks, and is only behind Barcelona, Real Madrid and Manchester United.
T-shirts are another of the most important business vectors in the world. PSG. The arrival of Neymar in 2017 was a before and after. Since then, the club has sold one million shirts each year. Today, with Messi, it is estimated that the sale will increase between 30 and 40% per season.
Vincent Chaudel, another sports marketer, clears up some misunderstandings about how much the PSG for every t-shirt sold.
The standard price, about 140 euros per unit, “varies depending” on whether they are sold in stores in the PSG or from Nike, qualifies EFE Chaudel. According to market sources, of those 140 euros, only 20% falls on the club (about 30 euros). Most of it belongs to the manufacturer and the distributor.
NEW SPONSORSHIPS AND CATAR
Chaudel adds that the PSG It will continue to increase its income in the part of sponsorships, except in those with a current contract.
The sports brand Nike, which dresses the club, he has a ten-year contract in exchange for about $ 70 to $ 80 million per season, while the Accor hotel chain, printed on the front of the shirts, has a shorter agreement, until 2023, which reports to the PSG about 50 million euros per year.
However, this September two new partners of the Parisian entity, considered as “unconventional”, have been disclosed.
Crypto.com is a cryptocurrency platform that will contribute 25 to 30 million euros for three seasons, market sources confirmed to Efe.
It is an innovative bet. The PSG already paid Messi part of his transfer premium on “PSG Fan Token”. This virtual currency will help fans to have special discounts and have privileged access to club activities, among other advantages. The “PSG Fan Token” itself is also monetizable in the cryptocurrency market.
Also the exclusive fashion firm Dior is another of the “unconventional partners”. He will dress the footballers of the PSG off the pitch.
The arrival of Messi it can have other beneficial side effects. For the French League, of course, but also for the city of Paris and for Qatar.
“I don’t see that in Paris there is a ‘Messi tour’ like in Barcelona. The Parc des Princes (PSG stadium) has become too small (about 48,000 spectators)”, says Chaudel, who does not doubt that the already attractive Paris is even more so with the Argentine player.
In the case of Qatar, a small and wealthy emirate in the Persian Gulf, it is clearer.
Controlled since 2010 by a Qatari sovereign investment fund, the PSG He has been the best ambassador for a country that has been criticized by human rights organizations for the conditions of the construction workers for the 2022 World Cup.
“If before 2010 you asked someone about Qatar, they probably wouldn’t even know how to place it on the map,” concludes Chaudel.